Moo Deng is the world’s cutest (and most viral) baby hippo.

Ever since her birth in a Thai zoo, she’s become a sensation. But her fame hasn’t come without a cost.

You could easily argue it’s done her way more harm than good. And with brands exploiting her image and visitors harassing her just to get a quick look, it begs the question—when does commercialisation become exploitation?

In today's newsletter:

• Why going viral’s not always a good thing (plus how brands can make sure they aren’t jumping on trends that are actually hurting someone!)

• What Instagram’s new ‘teen accounts’ mean for your brand (make sure your content still gets seen as the app makes these sweeping changes)

• Trend plug - How good is your vocal riff?

• Ask the Editor - Last minute tips before my first podcast recording?

- Charlotte, Editor ♡

p.s. Got a question about your content strategy? Hit reply and I’ll answer it in Ask the Editor!

Moo Deng is more than just a meme – and we should treat her as such.

In case you live under a rock, Moo Deng is a baby pygmy hippo. And she has become the internet’s latest hyper-fixation since her birth at Khao Kheow Open Zoo, Thailand.

But the 2-month-old's rapid rise to fame of the has had some problematic ramifications. And it's brought about the question--when it comes to internet culture, where is the line between virality and exploitation?

In the case of Moo Deng, whose name means 'bouncy pig,' everyone seems to want a piece of her.

The squishy baby is the newest star on the block. She's been featured in Sephora makeup tutorials, dozens of articles, and thousands of memes. Moo Deng even has her very own line of pants.

However, concerns have arisen surrounding Moo Deng's safety in recent weeks. As the craze seems to grow, zoo visitors have begun mistreating and harassing the hippo, throwing water and shells at her to wake her up or get her attention.

It's clear that, when internet culture involves commodifying or commercialising viral sensations, it can become exploitative.

[Keep reading]

-Sophie, Writer

What Instagram’s New ‘Teen Accounts’ Mean for Your Brand

Instagram's got no problem keeping teens on its platform. But it looks like they're finally taking the criticism they've been getting seriously.

Last week, we talked about a massive coalition of US attorneys general pushing the government to slap a mental health warning across social media platforms.

Now faced with the threat of a cigarette pack-style warning label, Insta's announced some big changes to how under-18 users engage with content (and are kept a safe distance from it, too).

So what's about to happen?

In essence, all under-18 users will be given heavy privacy settings by default. These settings will allow them to only message and interact with followers. Reels served to minors will also go through Insta's 'most restrictive setting’ for controlling sensitive content.

The app will also nudge young users to leave the app after 60 minutes each day. At night, Instagram will enter 'sleep mode' automatically. This will mute overnight notifications between 10pm and 7am.

Insta says these changes will roll out in the next 60 days across the US, UK, Canada, Australia and in the EU.

This will hurt my engagement, won't it?

[Keep reading]

-Devin, Copywriter

Trend Plug - How Good is Your Vocal Riff?

A year ago, Christina Aguilera and Big Latto teamed up with Just Eat UK to promote the food delivery app.

With Latto's rapping and Christina's incredible vocals backing her up, the ad made us want to sing and eat at the same time. And now, the audio has been blowing up over the last few days.

TikTokers have taken the last 15 secs of the ad (Christina's solo riff where she sings ‘Yeeeesssss’) and are using it to show how they would excitingly answer, 'Yes' to certain questions. A couple examples are, 'shall we go get a tub of Ben and Jerry's cookie dough' and 'you wanna go home early since it's slow?'

How to jump on this trend:

You might have to put on some acting boots for this one. Simply, take the last 15 seconds of the audio, use OST of a question you would 110% say yes to, without hesitation. Make sure to show plenty of expression as you lipsync your solo riff.

A few ideas to get you started:

• Me when my work bestie asks if we should go get a sweet treat

• How I want to react when the intern asks if they're being annoying

• When literally anybody asks if I would like a coffee

-Carter, Intern

Today on the YAP podcast…

Want even more ‘YAP’ing? Check out the full podcast here.

Ask the Editor

Q - Ok, I've decided to actually start a podcast after thinking about it for months. Any tips as I go into my first recording? - Aysha

Hey Aysha!

Exciting times! Here are a few last minute tips for you as you prep for your first episode:

1. Create an outline to guide your conversation. You might deviate from this on the day, but it will help to have talking points you want to hit. Send this to your guest (if applicable). This will give them time to think about what they want to say in relation to each topic. Doing this little bit of prep will save you a lot of editing time later!

2. Listen to a few of your favourite podcasts, paying attention to how they make transitions. How do they introduce their guests? How do they move from one topic to the next? How do they wrap up the conversation in a way that feels natural, and that gives the listener something to take away?

3. When you're reaching out to potential guests, look for people who genuinely align with your values. Then speak to that when getting in touch with them. And by the way, don't assume someone will say 'no' just because your audience is small. Have the audacity to ask them anyway!

4. Nail down your elevator pitch. When you can clearly articulate what your podcast is all about, it's much easier for other people to catch your vision and want to be part of it!

- Charlotte, Editor ♡

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